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1. Background to the Turnaround > What Went Wrong?
What Went Wrong?
Many things contributed to the decline of the McDonald’s brand between 1997 and 2002. It was not a precipitous fall: The brand had been declining slowly, painfully, and publicly for some time. The simplest analysis of what went wrong is that McDonald’s violated the three brand-building basics for enduring profitable growth:
•   Renovation
•   Innovation
•   Marketing
Reckitt Benckiser is the world’s biggest maker of household cleaning products. Up to 40% of its sales are generated by products that are less than three years old. Bart Becht, the CEO, says that the company’s success is due to a culture that is innovative and entrepreneurial.4
